After having launched a campaign for its children’s brand Lic Lolleez, Mother Dairy is now turning its attention to Chillz, which is targetted at young adults with a new campaign. If Lic Lolleez was about the unadulterated mischief with a tagline of ‘Jagaye andar ka bandar’, in complete contrast is Chillz that has a tagline ‘The Goodness Inside’.
Explaining the genesis of the idea, Paul Thachil, CEO, Mother Dairy, said, “Last year, to work on a consumer offer, we tried to work upon the way the youth of today thinks. We were pleasantly surprised that contrary to the popular perception of youth of today being self-centred or a gadget freak, we were revealed that the youth emerged as a responsible people who were willing to do something for the society.”
Following this, Mother Dairy’s Chillz associated itself with Child Rights & You (CRY) for an innovative programme titled ‘Ab Masti Ka Bhi Maksad Hai’, where a part of the proceeds from the sale of Chillz went to CRY. The internal findings on the youth by Mother Diary were again corroborated by a Synovate Study.
Saatchi & Saatchi has conceived two subjects exploring the theme of ‘The Goodness Inside’. The first one shows a basketball match played by youngsters in wheelchair. When the match concludes, the ad shows that one of the guys gets up from wheelchair and walks with his friend for some Chillz. It shows that the youth is caring and sensitive enough to play a fair game with his friends by sitting on a wheelchair even though he is not handicapped. The other commercial revolves around a student and his teacher, and his thoughtfulness to wish her on her anniversary and celebrate with Chillz.
Explaining the brief, Nandu Narasimhan, Creative Director-North, Saatchi & Saatchi, said, “Chillz has been a brand of Delhi till now. Since Mother Dairy was taking the brand on a national level, the brief was to create communication that would help the brand connect with the youth across the country -- basically the high-school to college band.”
He added, “We spent a lot of time with the TA, covering the age group of 14-20, as that represents a critical passage of time for them -- from high school to college. Once we broke down the barriers, we got to know a lot of fascinating things from them. What we tapped into was the fact that these so called ‘rebels’ and ‘mall trawlers’ felt deeply about a lot of issues that quite honestly, we adults only pay lip service to. We distilled our learning down to a simple insight -- goodness exists among the teens, but you really cannot see it.”
Thachil said, “In commercials, the youth is either shown as a rebel or as being attracted to the opposite sex. We wanted to project this new youth which is far more responsible and believes in not just being a passive spectator, but in getting into action and actually changing things, like it was done so through the candlelight vigil in the Jessica Lall case.”
On the insight, Narasimhan explained in most cases, that the youth is seen to be from the middle-aged point-of-view and that they are easily branded as brash, rebellious, powerchord banging and irresponsible. He said, “Let’s think back to our school and college years. Wasn’t that the time when we wanted to really save the tiger, do something for underprivileged kids, etc.? What happened? We got a job, got happy with the money we got as salary, forgot about all the good things we wanted to do back then, and what’s worse, we started looking at those poor kids as rebels.”
“Produced by Good Morning Films, the tagline ‘The Goodness Inside’ captures the fact that Chillz Ice Creams are full of the goodness of Mother Dairy milk, and also links back to Saatchi & Saatchi’s learning on what today’s youth are about,” added Narasimhan.